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The first visual we laid eyes on at Toy Fair 2025 in New York City, held at the Javits Center, March 1-4, was a larger-than-life Rubik’s cube suspended in the air and surrounded by disco lights and bumping music. There was something about a handheld toy that has transcended generations, blown up in epic proportions, […]

The Players Championship is starting next week, and brands are teeing up an array of experiences for fans to enjoy. With the tournament billed as having “something for everyone” and the PGA Tour underway, we looked back at last season’s fan engagement and activation strategies to glean four ideas to make every shot count.

If you’re going to demonstrate the power of “unified commerce,” you’ve got to have a unified event strategy to match. Such was the case for financial technology platform Adyen, which, with the help of its merchant partners, leveraged a widespread presence at NRF 2025 to give customers and prospects hands-on experience with its omnichannel payment […]

This week’s hot takes on hot topics in events cover Lay’s Lights, fancy parking lot coffees and the debut of Ulta Beauty World.

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